Análisis de las dimensiones cualitativas que determinan la preferencia de marca importada para el consumo de cerveza en la ciudad de Milagro. Año 2015

Abstract

The main goal of this study is to determine the qualitative factors that influence the consumer preference of imported beer in the city of Milagro. To achieve this, the information was collected at both primary and secondary levels, using bibliographic techniques as well as descriptive, analytical, inductive and deductive research methods, and direct surveys at discotheques, bars, restaurants and liqueurs The information collected, determine the consumer's preference for imported beer, as well as the factors that influence the buyer when purchasing the brands under study. At the end of this researching it was concluded that in the city of Milagro there are consumers of imported beer, taking the first-place: Heineken brand, which despite the noticeable difference of the price compared to the national beer, consumers prefer imported beer because of its quality and flavor. This study contributes to the fact that importers of beer should consider this place as an important selling point.